For years, the restaurant sector has been moving toward a pivotal moment: customers now expect both high-quality meals and extremely fast service. That puts pressure on restaurants to deliver both without adding layers of complexity or squeezing margins. Many fast-casual brands struggle to move that quickly, and older QSR players often find that efforts to modernize slow down the line. Into this widening gap stepped a new category — one that Dillas Primo Quesadillas, the fast-growing, quesadilla-focused franchise, led the way on.
“We’re the only quesadilla-focused QSR+,” said co-founder Maggie Gordon. “We saw an opening to define a whole new segment and dominate it. Nobody is doing quesadillas at scale the way we are — not in QSR, not anywhere.”
Today, Dillas is leading a QSR+ revolution, built on the belief that customers shouldn’t have to choose between fast and fresh, convenient and crave-worthy, simple and operationally sophisticated. Its rapid rise, tight operations, community-first culture and nearly $2 million AUVs all point to the same conclusion: the future of franchised restaurants lives in this middle space, and Dillas is already years ahead of the curve.
Fast casual once represented an upgrade from traditional QSR, but in recent years, that distinction has blurred. Consumers want higher-quality food without waiting. They want the warmth and personality of boutique concepts with the speed and predictability of the drive-thru. Operators need business models that can deliver strong returns without overwhelming staff or overcomplicating kitchens. Dillas recognized this emerging white space early and built its business to sit squarely in that sweet spot.
“We didn’t get into this to be just another QSR,” said co-founder Kyle Gordon. “We’re building community through primo quesadilla meals — and we’re doing it with a model that delivers speed, consistency, and ridiculously good food.”
Rather than choosing between fast-casual quality or QSR efficiency, the founders engineered a system that delivers both. The menu is built around freshly cooked, flavor-forward quesadillas made with proprietary techniques. A streamlined, data-backed menu increases ordering speed and execution. A drive-thru-first real estate strategy powers convenience and revenue lift. Smart technology — from forecasting tools to scheduling platforms — protects margins and improves consistency.
The result is a model that feels elevated but operates with the efficiency of a top-tier QSR.
If QSR+ is the category, then operations are the engine, and Dillas has engineered one of the most scalable systems in the emerging franchise sector. “We’ve designed our processes to be simple. We call it ‘time to train,’ and ours is low,” Kyle said. “Simple systems plus a craveable product equals speed to profitability.”
Menu simplification has played a major role in that. By removing four quesadillas from the menu and leaning heavily into the two most-ordered items in America — fries and chicken quesadillas — the brand increased throughput and consumer confidence. “Fries are our number one seller, along with quesadillas,” Kyle said. “So now, every meal includes fries and a drink.”
Technology also plays an essential part. “We do a lot of fresh prep, but the steps are simple,” Maggie said. “And now we’re leveraging AI — for prep tools, for scheduling platforms. We’re trying to build a brand that’s ahead of the curve on tech, not catching up.”
Dillas has also learned that convenience drives the box. Adding a drive-thru to an existing location can lift sales 35 to 40 percent, and drive-thru business now accounts for up to 45 percent of revenue. This insight shapes the brand’s real estate strategy, which prioritizes drive-thru locations, end-caps and second-generation spaces.
As Kyle put it, “Great sites drive top-line money; tight ops keep it.”
Today, Dillas operates 11 locations and is targeting expansion across the Southeast and Sunbelt, with a long-term vision of surpassing 150 units.
The team is intentionally selective, preferring operators who lead from the front, build strong teams and embrace the brand’s culture and intensity. “Some people see Dillas as a vehicle — they’ve got some extra money or want passive income,” Maggie said. “Or they think it’s a real estate play. And that’s not aligned with our core values.”
As the restaurant industry continues to evolve, the brands that will win the next decade are those that blend quality with speed, personality with efficiency, technology with simplicity and innovation with predictability. Dillas has already built a model that embodies all of these traits.
“We’re still walking the same road as our franchisees,” Kyle said. “We’re sharpening the sword in our own stores, learning every day and building a brand with real soul.”
Maggie echoed the sentiment: “To share our food, our people, and our culture with more communities — that’s what excites us.”
To find out more information on costs to buy this franchise, please visit https://1851franchise.com/dillas-quesadillas.
Dillas Quesadillas
SPONSORED
By engineering an operationally simple, drive-thru-focused model around a craveable, specialized menu, Dillas is defining and dominating the QSR+ segment.
For years, the restaurant sector has been moving toward a pivotal moment: customers now expect both high-quality meals and extremely fast service. That puts pressure on restaurants to deliver both without adding layers of complexity or squeezing margins. Many fast-casual brands struggle to move that quickly, and older QSR players often find that efforts to modernize slow down the line. Into this widening gap stepped a new category — one that Dillas Primo Quesadillas, the fast-growing, quesadilla-focused franchise, led the way on.
“We’re the only quesadilla-focused QSR+,” said co-founder Maggie Gordon. “We saw an opening to define a whole new segment and dominate it. Nobody is doing quesadillas at scale the way we are — not in QSR, not anywhere.”
Today, Dillas is leading a QSR+ revolution, built on the belief that customers shouldn’t have to choose between fast and fresh, convenient and crave-worthy, simple and operationally sophisticated. Its rapid rise, tight operations, community-first culture and nearly $2 million AUVs all point to the same conclusion: the future of franchised restaurants lives in this middle space, and Dillas is already years ahead of the curve.
Fast casual once represented an upgrade from traditional QSR, but in recent years, that distinction has blurred. Consumers want higher-quality food without waiting. They want the warmth and personality of boutique concepts with the speed and predictability of the drive-thru. Operators need business models that can deliver strong returns without overwhelming staff or overcomplicating kitchens. Dillas recognized this emerging white space early and built its business to sit squarely in that sweet spot.
“We didn’t get into this to be just another QSR,” said co-founder Kyle Gordon. “We’re building community through primo quesadilla meals — and we’re doing it with a model that delivers speed, consistency, and ridiculously good food.”
Rather than choosing between fast-casual quality or QSR efficiency, the founders engineered a system that delivers both. The menu is built around freshly cooked, flavor-forward quesadillas made with proprietary techniques. A streamlined, data-backed menu increases ordering speed and execution. A drive-thru-first real estate strategy powers convenience and revenue lift. Smart technology — from forecasting tools to scheduling platforms — protects margins and improves consistency.
The result is a model that feels elevated but operates with the efficiency of a top-tier QSR.
If QSR+ is the category, then operations are the engine, and Dillas has engineered one of the most scalable systems in the emerging franchise sector. “We’ve designed our processes to be simple. We call it ‘time to train,’ and ours is low,” Kyle said. “Simple systems plus a craveable product equals speed to profitability.”
Menu simplification has played a major role in that. By removing four quesadillas from the menu and leaning heavily into the two most-ordered items in America — fries and chicken quesadillas — the brand increased throughput and consumer confidence. “Fries are our number one seller, along with quesadillas,” Kyle said. “So now, every meal includes fries and a drink.”
Technology also plays an essential part. “We do a lot of fresh prep, but the steps are simple,” Maggie said. “And now we’re leveraging AI — for prep tools, for scheduling platforms. We’re trying to build a brand that’s ahead of the curve on tech, not catching up.”
Dillas has also learned that convenience drives the box. Adding a drive-thru to an existing location can lift sales 35 to 40 percent, and drive-thru business now accounts for up to 45 percent of revenue. This insight shapes the brand’s real estate strategy, which prioritizes drive-thru locations, end-caps and second-generation spaces.
As Kyle put it, “Great sites drive top-line money; tight ops keep it.”
Today, Dillas operates 11 locations and is targeting expansion across the Southeast and Sunbelt, with a long-term vision of surpassing 150 units.
The team is intentionally selective, preferring operators who lead from the front, build strong teams and embrace the brand’s culture and intensity. “Some people see Dillas as a vehicle — they’ve got some extra money or want passive income,” Maggie said. “Or they think it’s a real estate play. And that’s not aligned with our core values.”
As the restaurant industry continues to evolve, the brands that will win the next decade are those that blend quality with speed, personality with efficiency, technology with simplicity and innovation with predictability. Dillas has already built a model that embodies all of these traits.
“We’re still walking the same road as our franchisees,” Kyle said. “We’re sharpening the sword in our own stores, learning every day and building a brand with real soul.”
Maggie echoed the sentiment: “To share our food, our people, and our culture with more communities — that’s what excites us.”
To find out more information on costs to buy this franchise, please visit https://1851franchise.com/dillas-quesadillas.
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